How to Map Out a Sales and Marketing Plan

Posted by Krista Moon on August 27, 2020

One of the biggest challenges businesses face is that finding and engaging potential customers is becoming increasingly technical and complex, and it’s all too easy to waste money on strategies that don’t get the desired results.

The best way to consistently meet your business growth objectives is to make sure you have a solid foundation from which to build. Things like a dated website, unorganized contact database, inadequate messaging, inefficient technology and processes, or inability to measure results can prevent an organization from ever reaching its full potential.

In this video we share a holistic twelve-step approach to creating an efficient and profitable sales and marketing plan.

1. Build the Team

Multibillion-dollar business owner Marcus Lemonis (and many others) say that the three keys of business are people, process, then product. In that order. The first step to a sales and marketing plan is to identify and engage the internal and external stakeholders vested in growth—outline everyone’s roles and responsibilities, including all relevant outsourced partners.

2. Establish Goals

Goals and objectives are the impetus behind the plan. They are essential for appropriately prioritizing sales and marketing activities. (How to get from point a to point b.)

3. Review Competitors

Analyze competitor websites, LinkedIn, and other available resources to discover how they present and market their products and services. Identify strengths, weaknesses, and opportunities to gain market share.

4. Create Buyer Personas

Determine your target audience psycho and demographics, and outline the buyers’ journey.

5. Organize Your Contacts

Evaluate and prep current contact lists for use in new growth initiatives.

6. List Target Keywords

Create a list of top keywords and phrases most relevant to your business and buyers.

7. Solidify Core Messaging

Review and solidify value propositions, unique selling propositions, positioning statements, and other essential messaging that will be used consistently across the brand.

8. Outline the Website Plan

Complete a website evaluation and outline a plan to incorporate it into campaigns to increase conversions and engagement.

9. Prioritize Marketing

Use specific promotion and lead generation activities and tactics directly relevant to the organization’s goals, budget, and resources.

10. Define the Sales Process

Coordinate and align sales and marketing teams around the same goals and objectives. Get them talking, sharing insights and information, and working closely together. Create a service level agreement (SLA) that outlines each team’s roles, responsibilities, and expectations.

11. Choose your Tech Stack

Technology is the infrastructure that enables sales and marketing. You can’t execute without it. Evaluate your current technology to verify it performs efficiently, productively, and profitably.

12. Develop KPI Reports

Keep stakeholders engaged and accountable by setting up a process for consistently reporting key performance metrics and ROI.

Getting the Work Done

Taking on a planning project and challenging the status quo takes time and dedication. To save time while still getting senior-level strategy and creating thinking, you can hire an agency like us to do the heavy lifting or assist you and your team as needed. If you have the resources available and want to go it alone, this twelve-step sales and marketing plan will set you on the path to business success.

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